Mt Hotham: Winter 2022

With winter travel back and in full swing, how do we capitalise on that excitement and anticipation for Australia’s highest alpine village?

While working with Cúpla, I was part of the close-knit team that developed Mt Hotham’s Winter 2022 campaign. Key examples of the work I developed are below. I also strategically developed approximately three months of social content for Facebook and Instagram.

"After two years of COVID 19 lockdowns and interruptions, a trip to the snow was back on the agenda for 2022, creating a huge opportunity for Mt Hotham to benefit from the anticipation of a full Australian season. For Mt Hotham’s 2022 winter campaign, we developed highly targeted creative across outdoor, digital and radio to drive more visitation and inspire everyone – from Mt Hotham regulars to new snow adventurers – to travel to Australia’s highest alpine village. Building off the ‘Peak’ campaign idea developed in 2021, we wanted to communicate an enticing story around what drives people to the peak and what ‘peak’ means to them – whether that’s peak of the mountain, peak experiences or peak emotions."